Feeling a bit stale lately? Is your website content a tad outdated? Are your blog posts still relevant to your central marketing message?
If you are boring yourself to sleep perusing your own business website, then this post is for you! Here’s the bottom line: fresh, relevant content which accurately reflects the theme of your marketing strategy helps to build trust between you and your customers! You can’t afford to let your content go stale and maintaining a fresh approach isn’t as hard as it might seem.
Language plays a HUGE role in the maintenance of fresh content. Cultural lingo changes with the wind and what was once considered “righteous” is now deemed “cool”. Words are powerful and if you’re not speaking the language of your people (a.k.a your customers), you are automatically dating yourself and age is so much more than a number in this particular case. In addition, today’s language style has been redefined as one of inclusivity. With all of the social changes occurring regarding gender equality, for example, you need to ensure that your content speaks to your entire audience and that you aren’t inadvertently excluding or alienating customers with your material.
Jokes which were socially appropriate ten years ago are not likely to be acceptable in today’s age of enlightenment. Whether you subscribe to this philosophy or not is moot. Your business needs to be adaptable to social changes and the desires of your consumers regardless of your personal preferences and your website content needs to reflect current relevance.
While no one is trying to insult your intelligence by stating the obvious, CHECK YOUR DATES! The truth is that many business owners fail to change the dates on refreshed or recycled content. In other words, if you are planning to pull an old blog post from out of your “file” because the content is still relevant, for Pete’s sake, change the date! There is nothing worse for a new prospective customer who thinks they’ve found the answer to their problems in one of your posts only to discover the content is dated November 3, 1982. This leaves the consumer highly doubtful that the content is still relevant and they will move on to your competition who has updated material posted on their website. I can attest to this personally. Christmas shopping was rough for me when I discovered that a major 50% offer on a website expired the previous year. I won’t be doing business with THAT company. Consumers believe that true professionals don’t make rookie mistakes!
This might seem off topic, but when was the last time you watched the news or read the paper? Asking for a friend… Seriously, though, do you even know about the latest change to your entire industry? Are you up-to-date on new services and products you should be offering and have you taken any refresher courses or undergone updated training? The most successful business owners understand that it’s crucial to stay in the know and that lifelong learning is fundamental to a successful, booming business.
A simple perusal of Google can go a long way in keeping you apprised of new developments in your field which will impact your website content. Nothing says “I know my stuff” like a business owner who boasts about the newest trends in their field of expertise. Afterall, this is exactly the kind of material consumers long for! They want to achieve expert status, too! Perhaps you should set aside time each day to check out the local paper or consider a subscription to a magazine which is relevant to your field of expertise. Stay in the know!
Update those links! God may have blessed the broken road, but He cannot abide a busted link leading straight to nowhere! Okay, maybe we should leave religion out of this, but the point stands! Blog posts can be racked with broken links and nothing deters consumers like brokenness.
Broken links automatically place your website at a disadvantage by wrecking the customer’s experience with your brand and destroying your rank on search engines such as Google. The greater the amount of broken links on your website, the greater your status will plummet in search engine rankings.
I know I said I’d leave religion out of this, but it’s time to ask, “What would Jesus do?” The answer: He’d fix what’s broken. God bless!